Giáo trình: Marketing Management_ Chapter 9

Product & Service Decisions “ Forward-looking organizations are stressing a concept called integrated marketing communications IMC, in which the marketing manager does not think of al

Chapter

9

C ommunications and Advertising

Strategy

Key Learning Points

ƒ Basic model of communication and how technology is changing that model.

ƒ Elements of an IMC program.

ƒ Setting advertising goals and selecting

target audiences.

ƒ Developing message strategies.

ƒ Key elements of media planning.

ƒ How advertising budgets are set.

Product & Service

Decisions

“ Forward-looking organizations are

stressing a concept called integrated

marketing communications (IMC), in

which the marketing manager does not think of all the elements of the

marketing mix as communicating

separate messages; these messages

are coordinated to reinforce what each

is saying and to prevent customer

confusion from conflicting messages.”

- Russell S Winer

Figure 9-1:

Model of the Communication Process

in a way that resonates with the

receiver (target audience) when they are decoded .

ƒ Types of message channels :

ƒ Figure 9.2 demonstrates the

one-to-many aspect of mass communication.

– Assumes no interaction between

customers and firms.

• In actuality, customer feedback from mass communication exists, but is very slow.

– Content is not personalized.

Figure 9-2:

Traditional Mass Marketing

Communications Model

ƒ The new technological environment has

impacted communication substantially

– E-mail, newsgroups, listservs, web sites, web surveys, and brand communities make

communication quick and easy.

– Customers can also customize or create their own content, as shown in Figure 9.3.

– Trade-offs exist between richness and reach as illustrated in Figure 9.4.

1 Generating positive word-of-mouth via a

brand community could be very beneficial

brand community could be very beneficial

What actions could you take?

equally important What could you do?

competitive products be investigated?

Discussion Questions

Successfully managing brand communities

is a key challenge facing marketers today.

Figure 9-3:

Modified Mass Marketing Communications Model

Figure 9-4:

Traditional Trade-off Between Richness & Reach

Integrated Marketing

Communications

ƒ Consumer goods companies spend the

highest percentage of their marketing

communications expenditures on different media than do business-to-business firms.

– TV expenditures by consumer goods

companies are nearly three times that of the

next largest expenditure category (literature, coupons, and point-of-purchase)

– The top two business-to-business marketing communications expenditure categories are

print advertising and direct mail.

Figure 9-5:

Elements of the

Communication Mix

consumers or trade in order

to achieve a short-term objective.

Integrated Marketing

Communications

between seller and buyer.

budget for business marketers.

messages about benefits,

ƒ Product placement in movies and TV shows

ƒ Product demonstrations

Integrated Marketing

Communications

Product & Service

Decisions

transformed the brand

into an icon, and its ads,

via its web site and sales promotions The cozy below was actually distributed.

Advertising Management

ƒ Advertising is a major marketing

communications expense:

– 2002: $ 109 billion spent in U.S.

– 2002: $ 302 billion spent worldwide

– Expected to increase by 3% in 2003

– In 2001, the top U.S brand advertiser (AT&T) spent nearly $1 billion while the top B-to-B

advertiser (Verizon) spent $336 million.

– Recently, the proportion of the ad/promotion budget spent on advertising has declined

while promotional expenditures have

increased.

Product & Service

Advertising Management

ƒ Stage 1: Selecting the Target Audience

– Flows directly from marketing strategy.

– May include noncustomer targets.

ƒ Stage 2: Goal Setting

– Sales is typically not used as an advertising objective except for direct-response ads.

– Models of how advertising creates a customer response provide intermediate goals.

stages: cognitive, affective, and behavioral.

product life cycle.

Figure 9-9:

Models of the Advertising

Response Process

Figure 9-10:

Advertising Goals over the

Product Life Cycle

Advertising Management

ƒ Stage 3: Developing the Message Strategy

– Product-attribute-focused advertising is used for brands in which real, physical differences exist between products.

– Product-attribute-focused advertising tries to:

evaluating competitive offerings.

product’s attributes.

product’s attributes

Product & Service

Decisions The ad at left focuses on two

key attributes:

Sales may be an appropriate goal for this ad: note the prominently displayed phone number and web site information for stimulating a direct response.

Product & Service

Decisions SAS uses the feature/benefit

focusing on how its software can benefit a firm by increasing

profitability, identifying the most valuable customer, and enhancing ROI

of marketing campaigns.

ƒ Several general types:

Product & Service

ƒ Personality symbols

ƒ Slice of life

ƒ Fantasy

ƒ Dramatization

ƒ Humor

Advertising Management

ƒ Evaluating Message Copy

– Many aspects should be pretested

– Laboratory and field testing can be used:

and allow for experimental manipulation, but respondents are studied in an unrealistic setting.

Figure 9-14:

Models of the Advertising

Response Process

ads in dummy magazines

from direct-response ads

ads inserted in programming

Advertising Management

ƒ Stage 5: Media Planning

– Media choices have become more difficult due

to the rapid growth of alternative media.

– Allocations among media are often shifted:

categories gain or lose popularity.

– Three main aspects of media planning:

Figure 9-15:

Ford Media Mix Changes

Advertising Management

ƒ Media Category Strengths & Weaknesses

– Television

– Cable Television

Advertising Management

ƒ Media Category Strengths & Weaknesses

– Magazines and Newspapers

reproduction and for targeting more specific targets

– Radio

Advertising Management

ƒ Media Category Strengths & Weaknesses

– Outdoor

– The Web

equity positively

to consumers

Advertising Management

ƒ Choosing Specific Media Vehicles

– Analyzing Media

– Contextual Fit

– Duplication and Wearout

Advertising Management

ƒ Scheduling Advertising

– Patterns of scheduling advertising:

invested in advertising.

distributed over time.

advertising fluctuates.

– Advertising timing is influenced by:

Advertising Management

– Advertising should be viewed as an

investment, rather than as an expense.

– Commonly used budgeting techniques:

• Objective and task

Figure 9-17:

Advertising Spending and

Market Share

Advertising Management

ƒ Stage 6: Measuring Advertising Effects

– Tracking studies over time

behavioral measures, if appropriate.

– Experimentation

– Linking objectives to incremental contribution

– Past sales and advertising